83% of executives from around the world surveyed in 2012 reported using at least one social technology, up from 72% in 2011, per results [PDF] from a new McKinsey survey. Of those, 9 in 10 reported some measurable business benefit with employees, customers, and business partners. 65% said their use of social tech increases marketing effectiveness (down from 69% in 2011), while 51% said it increases customer satisfaction (up from 47%) and 47% said it reduces marketing costs (up from 43%).
For 34% of social tech users, these tools also reduce customer-support costs.
On average, respondents reported that their use of social technologies with customers has increased brand awareness by 36% and conversion of customers by 20%. Those figures are up from 32% and 17%, respectively, in the 2011 study. Read the rest at MarketingCharts.